Have you ever thought “I am too old for this”? This is the opening concept of First time, Anytime. The film is created by Ogilvy Italia, produced by The Family, and directed by Amanda Blue, for the launch of WE100. WE100 is the corporate purpose movement of Merck, that sets itself the goal of supporting the development of a society in which people can live in health up to 100 years old, and where young and elderly people can live together benefiting one from the other. The video is like a social experiment, in which Ogilvy involved the kids of the Diving School in Turin. While the little divers are working out, their parents are asked if they have ever wanted to learn how to dive, and they all agree they are too old to start practicing at this age. Suddenly, right after their answer, we see a man on the 10 meters diving board. He is Pino Auber: a 79 years old diver from Trieste, who started diving at the age of 57. Since then, he has never stopped.